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4-2017

Global hop market

A local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms. 

Hop Market in Russia

Germany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.

The Warcraft movie is so popular in China it has its own beer

As you may have heard, the Warcraft film bombed in the US. But as you also may have heard, worldwide gross actually matters now, and because of China, it's far and away the highest earning video game film of all time -- and it's still pretty early in its theatrical run. When we last checked in over a week ago it was at a $377 million worldwide gross, now it's up to $412.2 million ( I wonder how close Assassin's Creed will get later this year?).

AZ1-noscale

Naturally, given its success there's tons of merch there promoting it, including a new set of Human vs. Orc Tsingtao beer. I've never been to China so I can't speak to the quality of its brew, but that case isn't bad at all, presentation-wise. Though, not having Pandaren or a Brewmaster heavily featured in the film just to peddle alcohol is a missed opportunity, I must say.

Most importantly -- a writer over at The Beijinger runs a column called "What's Up in Beer," which is an idea I wish I thought of first.

28 Jun. 2016

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